Adobe UK wanted a way to create an interactive digital experience during their Create Now UK tour. To drive the tour, hashtag #createnow.
Spray Paint Wall’s graffiti artist demonstrated to delegates how to use the wall so they could create designs of their own to enter the #createnow competition for a chance to win the Adobe Create Cloud software for a year! Applicants simply tweeted their design directly to @AdobeUK and entered their specific #hashtag so that Adobe could track the competition entries. Twitter is such a powerful feature at live events as clients can get instant feedback from customers and track what is happening minute by minute directly from the event.
Having a live graffiti artist at the event to guide customers through creating their artwork worked well, helping them get creative and learn graffiti techniques like cutting and layering. The event was hugely successful, with dozens of creations being tweeted into the live competition. Adobe selected the winner randomly to receive a year’s subscription to the Adobe Creative Cloud package.